Marketing, advertising & media intelligence

Mercury Energy has confirmed via a release that it has selected FCB as its integrated partner across media, creative, digital and direct.

In May, when StopPress first reported on the Mercury Energy pitch, it was thought that several agencies—including FCB, DDB-owned RAPP, Contagion and Chemistry Interaction—were simply vying for the energy company's direct business, but this announcement confirms that FCB's win includes both above- and below-the-line aspects.

“When we decided to put our communications business up for pitch, we weren't just looking for an agency that produced ads, we wanted a strategic partner—one that might also be used across our corporate business and other retail brands in the future," says James Munro, the general manager of retail for Mercury Energy’s parent company, Mighty River Power. “In the final stages there were three outstanding agencies involved, and we would like to thank each of them for the quality of their responses and the effort they each put into the pitch process”.

Previously, Whybin\TBWA held Mercury’s above-the-line account while Chemistry Interaction was responsible for direct marketing (StopPress understands the account was split around 80 percent below the line vs 20 percent above the line).

"Mercury Energy is moving into a new phase of their business development and have chosen a different way to resource for what they need," says Chemistry Interaction's director Joseph Silk. "We will always be thankful to Mercury for supporting us as a foundation client when we started Chemistry Interaction 18 months ago and we're very proud of the work we have done together, including the award winning Good Energy Monitor (GEM) launch. We wish the Mercury team all the best moving forward."

The official statement from Whybin also focused on Mercury's change in direction, with chief executive Todd Mcleay saying: "Mercury are moving towards a model that is underpinned by increasingly more direct marketing and as a result have decided to work with an agency that is in line with these needs."

According to Nielsen's rate card statistics, Mercury was the second biggest spender on advertising among Kiwi energy companies over the last two years.

This win will come as particularly good news for FCB, given that the agency lost the Genesis account to .99 in 2012.

"As a leader in the market and with their passion for innovation and a customer centric approach, Mercury Energy is the ideal client, says FCB's head of client services Fleur Head. “They are also our kind of people, so we look forward to creating great work together."

Winning the account was however not easy, with Head saying that the pitching process took a couple of months to complete.

"It was an intense process that really put us through our paces, but they are a great group of people who we have really enjoyed getting to know," she says. “A credentials round involving seven to eight agencies was shortlisted down to three agencies, for a strategic/creative presentation. There was then a further Q&A session that focused on data and digital credentials, prior to the final decision being made.”

Winning the account will however require FCB to increase Mercury's hold on the Kiwi market, because statistics from Nielsen show that the energy company still lags well behind Contact and Genesis in terms of its number of subscribers.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Latest comments

What's the total weight difference? What's the patty weight difference? What's the price difference? Do you like real tomatoes, onions, and pickles like the Whopper or secret goop like the Big Mac? The Big Mac only comes their way(socialism), but ...

Genius From Elsewhere

1

Will influencer marketing work for cannabis? Digidaytakes a look at how cannabis companies are hoping to use influencers to get around ad brands – but not all are convinced and many influencers are weary.

2

Oreo is celebrating lefties in a new campaign featuring a limited edition left-handed cookie. The stunt has seen the brand create packaging that opens on the right side, compared to the left side where it typically opens.

3

Flip-flop brand Gandys is on a mission to develop a global footprint but unlike others with such ambition, all of its profit goes to charity with no money left for ad campaigns. Marketing Week looks at how it's building the brand through social media and press.

4

The trailer for Warner Bros. Pictures' new film The Nun is an example of great advertising as well as an ad that’s gone too far. Appearing on YouTube, it gives viewers a couple of seconds to turn the volume down before they hear a large bang and piercing scream alongside a grotesque image.

5

A phantom takes to the soccer field in a new celebrity-filled spot for Nike. The action-packed ad travels the world to promote the new boot and figure out who the phantom is that’s tearing up the soccer field.

Gold Sponsors

Silver Sponsors

Why we like it: It's nice to see the faces behind the voices in this ad. It's simple and feel-good, all while poking fun at some of the conventions of a music montage. Behind-the-scenes tricks like a hairdryer wind machine and torch spotlight are on full display for an extra laugh.

Who’s it for: MacKenzie Bread (Goodman Fielder) by The Enthusiasts and Curious Film

Why we like it: There's nothing like a bread ad to tug on the heartstrings. The grocery staple is as important to our lives as, well, (bread and) butter, so it's no wonder MacKenzie Bread likes to celebrate the process of creating its fine loaf. Nothing good comes easy but this ad makes it look easy as.

Who’s it for: Air New Zealand by Exposure

Why we like it: The latest installment of Air New Zealand's 'Where to Next?' campaign follows the same formula as its predecessors. Now the campaign has been around for a couple of years the latest ad seems familiar despite it being brand new. Showcasing Chicago and Los Angeles, it really makes us believe any destination is a possibility for our next trip.